An Analysis of Burger King :: Business Management Studies

An Analysis of Burger KingBurger King is a reliable burger company which has had its ups anddowns. In 1974, it came taboo with a slogan of Have it your way and atthis time it also had a 4 % market share. Burger Kings intellect was tohave the customer have their burger done their way rather than astandard burger. In the early 80s Burger King was trying to keepgross revenue growing so they had to keep changing their advertising. In 1982Battle of the burgers and Arent you famished for a Burger king now?were the slogans used. In 1983 Broiling vs. frying and 1985 The badswitch. All these ads throughout the years helped increase marketshares from 7.6% to 8.3% from 1983 to 1985. assay for herb was aslogan used by BK closely a person that has never tasted a whopperburger, this campaign was vatic to increase market share by 10% butin reality barely increased it by 1% it was a disaster. In 1986-1987this is a burger king town and best food for fast quantify brought alot of attention t o the company. In 1988 We do it like you do it wasused often but a year later they came out with two new slogans whichconfused the customer. In 1989 Sometimes you gotta break the rulesand BK tee vee with MTV and Dan Cortese with I love this place.This was another huge coke for BK because people on the go andparents found this ad loudly and irritating. BK at this time has failedto establish a solid stick out that would differentiate it from itscompetitors. Ads if anything only confused consumers as to whatadvantages BK offered. In 1993 it had a market share of 6.1% wereMcDonalds had 15.6% and BKs sales were growing slower than itsrivals.Failed advertising campaigns werent the only problems, they also hadinternal problems. Management lacked focus and direction and hasstruggled with marketing incorporate decisions. Franchises became confused andangered, service was slow and food preparation wasnt consistent.Burger King disordered its core product-flame broiled burgers, made the wa ythe customer wanted them. another(prenominal) thing that hurt them was the factthey didnt lower prices to keep competing with their competitors thisled to a below average sales growth. Many in store procession alsofailed. In 1993 a new CEO was introduced, this allowed for huge turn around and in fact it did. He helped please the franchises andresponded to their problems and listened to their recommendations.Then later he lowered prices and hired a new advertising agency.